Cooper’s Hawk Partners with the SAG Awards To Increase Brand Awareness

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On this episode of The Barron Report, Paul Barron speaks with Emily Wines, master sommelier & vice president of wine and beverage experiences at Cooper’s Hawk Winery & Restaurants. In this Skype interview, the two discuss the latest feat for the winery, partnering with the Screen Actors Guild Awards®, and how to utilize partnerships to increase brand awareness.

In November, Cooper’s Hawk announced that they are the Official Wine of the Screen Actors Guild Awards® 25th Annual SAG Awards. To salute the silver anniversary, the winery has created a special wine named the “Artist’s Red Blend.” The wine is a limited-edition, with a commemorative label, and will be served during the Awards ceremony on Sunday, Jan. 27, 2019. Furthering this special partnership, Cooper’s Hawk will be hosting an exclusive event for it’s Wine Club Members.

When discussing methods of how to increase a wine brand’s awareness, Wines details how previous partnerships with celebrity chefs, like Tyler Florence, and other wineries for Cooper’s Hawk have proven to be successful.

Watch this video above for more marketing tips like virtual wine tastings, and how to educate your clients.


  • 7:33 - Wine Marketing Tips for 2019

  • 9:52 - Wine List Tips

  • 12:41 - Virtual Wine Tastings

  • 14:31 - What’s New for Cooper’s Hawk

  • 0:11 - Cooper’s Hawk Partners with SAG Awards

  • 2:32 - Artist’s Red Blend and How Brands Align

  • 6:03 - Breaking Down the Blend


Produced by:

Rachel Brill

Rachel Brill

Social Producer


Wine Experts Give Tips on How to Create the Perfect First Wine List

Guests aren't only making their dining decisions based on a restaurant's food. There's the atmosphere, service, and beer, wine, and spirits menu– that also play a significant role in creating the memorable culinary experience.

The wine selection at a restaurant is especially important. Not only do many diners feel that a perfect wine complements their dinner but the wine markup also works in an operator favor.

But creating the perfect wine list is easier said than done.

With that in mind, "SevenFiftyDaily" interviewed a few wine directors to get tips on how to launch a wine program for the first time.

Here are a few highlights from the eight tips mentioned-

Create a reasonable budget, stick to it and make the by-the-glass wines your highest margin sales

This seems like a no-brainer but it's easy to get carried away.

“It can be exciting and empowering to be able to order wine on the restaurant’s dime, but don’t let it go to your head," said Joe Campanale, the founder and wine director of Fausto in Brooklyn, New York. “Your highest-margin wines should be your by-the-glass wines, since you’re selling them the most on any given night.”

Organize your cellar

Once you have ordered the wines on your list, it's time to make sure your staff knows where everything is.

“Spend the time to create a clear-cut cellar map so that absolutely anyone can pull from the cellar if you’re not there,” said Campanale.

Mandy Oser, the owner and wine director of Ardesia Wine Bar in Manhattan recommends using color-coded in the cellar.

“It’s very quick,” said Oser. “And it’s incredible how a little bit of color will help your eye get to the bottles you need.”

Run on a lean inventory at first

Your first wine list won't likely be the final. Buying smaller quantities of the wine will make it easier to adjust and change your list up. The goal is to have a wine list that leads to sales and you may have to feel out your customer-base for a bit to determine what wines move quickly and what don't.

“Keeping an eye on cash flow is especially important during this time,” said Campanale. "So I would recommend buying smaller quantities so that resources don’t get tied up in inventory if you end up pivoting in your buying practices.”

Read more tips at "SevenFiftyDaily" now.

Want some inspiration on what to put on your wine list? Watch this episode of Foodable’s Smart Kitchen and Bar to get advice on how to build and pair your wine selection with your food menu.